Valentines Day is Consumerism with a

captial C……

But how can a brand really capitalise on

this using social media?

And especially something as corporate as a bank……

It started with a misTweet……

Which was ‘sarcastically’ retweeted by a competitor bank…

*Retweeted 68 times

Turned out that sarcastic Tweet…

was actually

FREE PUBLICITY

All became clear on Saturday morning:

Front page news!!

The competitor bank got ‘punk’d’

They PR’d themselves well:

Press releases were sent to the

media

With a link to this video blog

But then it got really interesting offline:

They even used print:

Full page ads in all local newspapers

And took the campaign throughout the country:

Adelaide - South Australia

Melbourne- Victoria

And then they took it back onlinewith a dedicated website

www.breakup.nab.com.au

The media strategy included outdoor, radio, mobile billboards, street teams, street chalking and helicopter banners

And the results literally spoke forthemselves….

Media ‘experts’ called it…

‘One of the bravest, most ambitious, most aggressive campaigns I can remember’.

http://mumbrella.com.au/

And remember….it’s for a BANK!